Active Participation of E-Consumer: A Qualitative Analysis From Fashion Retailer Perspective

Lorenzo-Romero, Carlota; Andrés-Martínez, María-Encarnación; Cordente-Rodriguez, Maria; Borja, Miguel Ángel Gómez

doi:10.1177/2158244020979169

Cited by 9 publications

(3 citation statements)

References 25 publications

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“…Moreover, it can be assumed that the more active the cooperating entities are, the more benefits each of them achieves. This principle additionally stimulates the entities to play the role of active market participants, i.e., prosumers (in the case of individual recipients) [21,22] and the suppliers they cooperate with. As a result of this, they meet their very diverse material and nonmaterial expectations.…”

Section: Literature Reviewmentioning

confidence: 99%

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

Baruk

Grzesiak

2022

Energies

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The aim of this article is to identify the benefits perceived by individual recipients that are achieved by consumer energy suppliers on the market, through multilateral trade cooperation, and to define the structure of these benefits according to the declared readiness of recipients to cooperate with the suppliers. The results of the analysis of the available literature on the subject indicate that there is a cognitive and research gap in relation to the perceived benefits achieved by the suppliers through joint marketing activities. The benefits are not being analyzed; especially from the perspective of individual recipients’ readiness for this cooperation. This gap is noticeable not only in relation to the energy market, but also in other areas of the consumer market. In an effort to reduce the identified gap, an online survey was conducted among 1196 adult individual energy recipients in Poland. The primary data collected was subjected to quantitative analysis using the following research methods: average grade analysis, comparative analysis, and exploratory factor analysis. The Kruskal–Wallis test was also conducted. The results of the quantitative analysis indicate, inter alia, that the majority of the respondents declared their readiness to cooperate with energy suppliers on the preparation of marketing offers. This variable statistically significantly differentiated nine out of twelve analyzed benefits that, according to the respondents, suppliers obtain as a result of cooperation. This differentiation was not found only in the case of three benefits related to the cost-free acquisition of recipient potential. For all respondents, as well as for the respondents willing to cooperate with suppliers and for those who did not express such willingness, three sections were identified, including the respondents who saw the same benefits achieved by suppliers. The conclusions drawn on the basis of the analysis results constitute a significant contribution to the theory of marketing and the theory of market behavior of individual recipients in the energy market. They also bear clear application advantages, making it easier for energy suppliers to effectively initiate cooperation with individual recipients and/ or strengthen this cooperation.

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Section: Literature Reviewmentioning

confidence: 99%

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

Baruk

Grzesiak

2022

Energies

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“…In order to explore which elements influence consumers' attitude towards a VTO technology, a qualitative research approach was used (Acharya et al, 2018). Academics consider qualitative research to be an appropriate technique to understand attitude and behaviors as it provides a deeper understanding of the object of the study and allows the identification of a new phenomenon that had not previously been considered (Lorenzo-Romero et al, 2021). In this context, two face-to-face focus groups were conducted in a semi-structure manner to ensure that questions led to natural and interactive conversations.…”

Section: Methodsmentioning

confidence: 99%

Sinergie-SIMA 2022 Management Conference Boosting knowledge & trust for a sustainable business

NOSI¹

2022

Sinergie Italian Journal of Management

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The resource-based view (RBV) has been one of the most cited streams of research in the management literature. This theory has been one of the few theories completely developed within the management disciplines. Since the initial pioneering research in the 80s and 90s, the study of knowledge-and trust-based resources has interested many theoretical and empirical works concerning many issues: company strategies, mergers and acquisitions, alliances and partnerships, organization and HR, innovation, marketing, consumer behavior, channel relationships, entrepreneurship, internationalization, and more. Today the post-pandemic world presents new challenges for managers, organizations, and researchers on which a deeper understanding of knowledge-and trust-based resources can help and shed a new light.Sustainability and a fast digital transformation are nowadays considered key goals for many companies, managers, public organizations, and governments under the umbrella of EU Next Generation Recovery Plan. The real challenge now is to enhance and leverage the intangible resources heritage -namely knowledge and trust -to get a more sustainable, inclusive and digital world and, as a consequence, for building a better society. In this perspective, also the long-term goals of the firm and its finalism have to be totally re-shaped.Sinergie Italian Journal of Management dedicated a special issue to this topic more than 20 years ago and many scholars have studied and deepened this multi-faced topic with original approaches in our community.

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“…It provides the opportunity for customers to use full or part of an organization's service, by electronic means at arm's length (Lorenzo-Romero et al, 2021) without direct contacts with the organization's service staff Bitner, 1998, Verhoef et al, 2009). SSTs which range from Automated Teller Machines (ATMs) to self-checkouts at airports (Meuter et al, 2000), provide an unimaginable convenience and independence to the customer.…”

Section: Introductionmentioning

confidence: 99%

Customers’ Role in Co-Creating Value at Self-Service Technologies: From Role Theory Perspective

Galdolage

2021

Sri Lanka J. Marketing

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Technological maturity brings both the organizations and customers into a digital era where organizations provide its service fully or partly through technological platforms, letting customers to perform by themselves without having direct interaction with the organization's employees. This transforms customers' role into more 'active' to be a collaborative value creator than be a passive recipient of the value produced by the organization. Organizations' role also converts from 'provider' of the value to the 'value facilitator', who offer value prepositions for customers' co-creation process.Though both the customers' and business organizations' roles have been changed in the current business context, the scholarly attention given to understand this transformation is very rare. In such a backdrop, this study aims at understanding customers' role in co-creating value at SSTs using the foundations of the Role Theory.Centered on the positivistic approach, this research carried out a quantitative survey distributing selfadministered questionnaires among 600 customers chosen based on non-probabilistic convenience sampling method. The study found significant positive impacts of 'role script', 'role performance' and 'role set', and insignificant effect of 'role congruence' on customer value co-creation in SSTs.The study theoretically contributes to enhancing the knowledge on customer value co-creation in selfservice technologies from role theory perspective, while practically helps business organizations to understand customers' role well and design SSTs which match with the customers' expectations.

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Active Participation of E-Consumer: A Qualitative Analysis From Fashion Retailer Perspective

Cited by 9 publications

References 25 publications

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

Sinergie-SIMA 2022 Management Conference Boosting knowledge & trust for a sustainable business

Customers’ Role in Co-Creating Value at Self-Service Technologies: From Role Theory Perspective

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